Journal of Promotion Management, Volume 21, Issue 5 (2015)

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Journal of Promotion Management, Volume 21, Issue 5 (2015)

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Original Articles

Article
Do Stereotypes Ignite Polysemy and Strengthen Consumer-Based Brand Equity?
Anshu Saxena Arora, Jun Wu & Ulysses J. Brown III
Pages: 531-547
Published online: 14 Oct 2015
AbstractforDo Stereotypes Ignite Polysemy and Strengthen Consumer-Based Brand Equity? | Full Text | References | PDF (156.7 KB)
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Article
Modeling the Impact of Parasocial Interactions with Media Characters on Brand Placement Effects
Holger Schramm & Johannes Knoll
Pages: 548-565
Published online: 14 Oct 2015
AbstractforModeling the Impact of Parasocial Interactions with Media Characters on Brand Placement Effects | Full Text | References | PDF (330.1 KB)
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Article
Contextual Priming Effects of Television Programs on Commercials: The Moderating Effects of Age
Steven Bellman, Jennifer A. Robinson, Ryan Reid & Duane Varan
Pages: 566-583
Published online: 14 Oct 2015
AbstractforContextual Priming Effects of Television Programs on Commercials: The Moderating Effects of Age | Full Text | References | PDF (174.1 KB)
  • 361 Views
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Article
An Empirical Test for Mediation Effect of Educational Institute's Image on Relationship between Marketing Elements and Parents' Loyalty: Evidence from India
Vikas Gautam
Pages: 584-600
Published online: 14 Oct 2015
AbstractforAn Empirical Test for Mediation Effect of Educational Institute's Image on Relationship between Marketing Elements and Parents' Loyalty: Evidence from India | Full Text | References | PDF (136.5 KB)
  • 158 Views
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Article
Consumer Self-Confidence in Wine Consumers: The Role of Knowledge-Based Factors
Steven R. McClung, Kimberly A. Freeman & David Malone
Pages: 601-613
Published online: 14 Oct 2015
AbstractforConsumer Self-Confidence in Wine Consumers: The Role of Knowledge-Based Factors | Full Text | References | PDF (75.8 KB)
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Article
Effectiveness of Indecent Language in Advertising on Young Adult Consumer Attitudes and Purchase Intent
Jasmina Ilicic & Jason Blakemore
Pages: 614-629
Published online: 14 Oct 2015
AbstractforEffectiveness of Indecent Language in Advertising on Young Adult Consumer Attitudes and Purchase Intent | Full Text | References | PDF (90.1 KB)
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